Byron Sharp | Books & Literature » Non-Fiction
How Brands Grow: What Marketers Don't Know
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A book by Byron Sharp about ownable brand assets and the value of unique assets to a brand.
A book by Byron Sharp that has significantly influenced the marketing world, arguing for a focus on brand salience over positioning.
A book by Byron Sharp that has taken the marketing world by storm, arguing that brands should focus on salience over positioning.
The book makes it clear that one of the most critical jobs for marketing is finding ways to establish a place for a brand’s “distinct brand assets” in the heads of consumers by finding unique and creative ways to communicate.
A book about marketing that challenges traditional concepts of brand loyalty and customer behavior.
A book that discusses how loyalty doesn't really exist in the context of brands, pointing out that the best predictor of loyalty is, in fact, market share.
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.